Creighton became the highest-ranked team to ever play the Bears in Springfield.
They feature Doug McDermott, one of the nation's top players.
Meanwhile the Bears playing without freshman guard Marcus Marshall, who injured his ankle on Tuesday against Illinois State.
In the early going, McDermott scores on a putback, then gets tangled up with Bears forward Drew Wilson, but coller heads would prevail.
Down 7-2, Anthony Downing zips a pass to Keith Pickens, who finishes a dunk despite being fouled, making it 7-5. Pickens played 24 minutes, and finished with 11 points.
Later Gavin Thurman puts the Bears on top 9-7 with a jumper in the lane.
Branson's Avery Dingman flushes a dunk for the Jays but is called for a technical foul. Anthony Downing drained both free throws and the Bears were down three.
Later they're down two, but walk-on Tomie Aromona buries a triple and it's 16-14 Bears.
But McDermott took over the game.
He hit 14 straight shots and outscored the Bears 28-26 in the final stanza.
He finished with 39 points and 10 rebounds as the Bears lose 74-52.